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SEOPresented by Nirali Raiyani

AgendaWhat is SEOSEO ProcessOptimization Techniques Ranking FactorsSEO Techniques Variation in Approaches Measuring SEO successSEO Tools

Whats an SEO?SEO = Search Engine OptimizationRefers to the process of optimizing both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.

Refers to the industry that revolves around obtaining high rankings in the search engines for desirable keyword search terms as a means of increasing the relevant traffic to a given website.

Refers to an individual or company that optimizes websites for its clientele.

Has a number of related meanings, and usually refers to an individual/firm that focuses on optimizing for organic search engine rankings

SEO ProcessStep 1: Discuss Business objectives.Step 2: Conduct initial keyword analysis.Step 3: Identify the keyword/landing page combinations.Step 4: Interim Client Approval for Keyword/Landing Pages.Step 5: Baseline Ranking & Traffic reports. Step 6: On-site & Off-site optimization. Step 7: Detailed Recommendation documents. Step 8: Implementation.Step 9: Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous months results) to identify trends and help guide additional adjustments.

Optimization TechniquesResearch keywords related to your businessIdentify competitors, utilize benchmarking techniques and identify level of competitionUtilize descriptive title tags for each pageEnsure that your text is HTML text and not image textUse text links when possibleUse appropriate keywords in your content and internal hyperlinks (dont overdo!)Obtain inbound links from related websitesMonitor your search engine rankings and more importantly your website traffic statistics and sales/leads producedEducate yourself about search engine marketing or consult a search engine optimization firm or SEO expert

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Ranking FactorsOn-Page Factors (Code & Content)Title tags Header tags ALT image tagsContent, Content, Content (Body text) Hyperlink textKeyword frequency & density

Off-Page FactorsLink Popularity (votes for your site) adds credibilityAnchor text

Search engine optimizationSEO strategies/techniques

1. Domain name strategies- domain names are traffic magnets> 63 million domain names registered> 4.7 million domain names registered 1st quar 2004- choose a domain name that will increase your search engine ranking. How? - simple, short, no hyphens, no numbers- use keywords, common words, advertising terms, product names- choose a keyword that is important for your business

Search engine optimization2. Linking strategies- the more inbound links the higher the SE ranking - if the site linking to you is already indexed, spiders will also receive your site- quality of inbound links is critical - how to increase links: a) good content b) good outbound links c) target a list of sites from which you can request inbound links - links for the sake of links can damage your search rankings

Link relevancy is critical in getting your site indexed by search engines

A small number of inbound links from high-quality, relevant sites is more valuable than many links from low-traffic, irrelevant sites.

Search engine optimization3. Keywords

- important in optimizing rankings- keywords are words that appear the most in a page- the spider chooses the appropriate keywords for each page, then sends them back to its SE - your web site will then be indexed based on your keywords - can be key phrases or a single keyword- do not use common words eg the and of: spiders ignore them- write keyword-rich text- balance keyword-rich and readability - always have text in your page: at least 100 words

Search engine optimization4. Title tags - important in optimizing rankings - the first thing that a search engine displays on a search return - must keywords in title to be ranked no. 1- should have the exact keyword you use for the page- every single web page must have its own title tag - you can use up to 65 characters eg Ebayhttp://www.ebay.com/ (title is littered with keywords)

5. Meta description tags - the next important- displayed below the title in search results- use dynamic, promotional language - use keywords - no longer carry weight with major Ses - a myth that meta keywords alone affect rankings

Search engine optimisation6. Alt tags - include keywords in your alt tags

7. Submit your website to SEs for indexing- submit your site to search engine directories, directory sites and portal sites - indexing takes 1 wk to 3 months

Variation in Approaches

Measuring SEO successKeyword Ranking.Website Traffic.Increase in "Share of Traffic" per keyword. Increased Revenue/keyword. Increase in Impressions ( good for Publishers to show advertisers). Lower dependence on Paid Search.Lowering the cost per acquisition.

SEO Toolbox

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